Managing Social Media and Consumerism: The Grapevine Effect in Competitive Markets
By Rajagopal.
Description
The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume categorically reviews the theories of communication, best practices in social media and previous research, a...
ISBN(s)
113728191X, 9781137281913
